Brand promise key for Audi

12 June 2014

NEW YORK: Digital services and systems may be transforming the automotive industry, but marketers must not forget the powerful emotional pull that car brands still exert, a leading executive from Audi has argued.

Anupam Malhotra, manager/connected cars for Audi of America – the US unit of the German luxury automaker – discussed this subject during a session at Internet Week 2014 in New York.

While the "connected car", equipped with sophisticated technology and personalised services, is increasingly becoming a reality, he told delegates that auto marques fulfil both functional and intangible needs for drivers.

"There are times when you need to have the right presentation of what your car is," Malhotra said. "There are times when it's not just transport; it is how it makes you feel, it is what it represents about you.